MUMBAI: Consumer products maker Dabur will soon enter the packaged milkshakemarket by extending its juice brand Real into the Rs 500-crore flavoured milk category dominated by dairy product companies such as Amul, Vadilal and Parag Foods.
The product, Réal Fruit Shakes, is being test-marketed in Delhi and Punjab, Praveen Jaipuriar, marketing head - foods at Dabur IndiaBSE 0.31 %, said.
It will be Dabur’s second dairy product after yoghurt, launched earlier this year. With increasingly health-conscious Indian consumers slowly moving from carbonated soft drinks to healthier options, flavoured milk represents one of the fastest growing segments in the dairy market.
“With increasing urbanisation and sedentary lifestyles, the ready-to-drink flavoured milk segment represents a very convenient option for the Indian middle class where there are no hassles to boil, add external ingredients or serve this milk,” said a report by IMARC Group, which expects the segment to grow at a CAGR of around 21% during 2012-2016.
While Dabur’s Real has a dominant share in the juice segment, the dairy market is flooded with strong regional players. Parag Milk Foods and ice cream maker Vadilal recently launched flavoured milk under ‘Topp Up’ and 'Power Sip' brands, respectively, to take on Amul's ‘Kool’. Dabur, the world's largest ayurveda products company, operates across home, food and personal care categories with brands such as Odonil, Chyavanprash and Vatika shampoo and hair oil.